Creators Become Hollywood's New Power Players

2025 marked a turning point where creators became Hollywood's new power players. YouTube surpassed Netflix as the top TV service, prompting streamers to sign influencers aggressively.

Netflix co-CEO Ted Sarandos stated the platform wants to work with the best creators globally. Deals include Ms. Rachel, The Sidemen, and Mark Rober. Amazon secured MrBeast for more seasons, while Tubi launched a creator program with over 10,000 episodes.

The creator economy has matured with substantial ad revenue growth and professional teams. This convergence drives new formats like interactive shows and vertical video dramas.

2025 officially became the year that YouTube surpassed Netflix as the most-watched streaming service on television. This shift occurred because creators have become the new titans in Hollywood.

Netflix executives have acknowledged this change during recent earnings calls. While insisting Netflix remains superior to YouTube, they made it clear they are open to deals with YouTube stars.

The tone shift reflects a broader industry transformation. Entertainment companies previously struggled with creator-led shows, often slotting influencers into traditional host roles with poor results. However, YouTube's dominance in living rooms forced Hollywood to reconsider.

As one industry veteran noted, previous attempts at these conversations were difficult. Studios are now interested in making shows starring not just one creator, but entire ensembles of digital talent.

Netflix's commitment extends beyond talk. The platform has signed deals to bring at least 33 video podcasts to the service in early 2026. Executives have referenced shows like "Survivor" and "The Bachelor" when discussing potential creator franchises.

Amazon secured what many consider the creator economy's biggest prize by signing MrBeast for two additional seasons of his competition show Beast Games. Season two began airing this month.

Other platforms are following suit:

• Comcast's Peacock is working extensively with creators
• Disney's Hulu has established creator partnerships
• Fox-owned Tubi launched "Tubi for Creators" in 2025

Tubi's program currently features more than 10,000 episodes from over 100 creators. The platform provides development funding and brand revenue opportunities.

The current creator economy differs significantly from Hollywood's earlier attempts at collaboration. YouTube, Instagram, and TikTok have become primary entertainment sources for many viewers.

Ad revenue has exploded. WPP predicted creator platform ad revenue would eclipse old media for the first time in 2025. The Interactive Advertising Bureau estimated ad spending on creators was growing four times faster than the overall media industry.

Creators now operate as full media companies. MrBeast's company, Beast Industries, employed 350 people as of April. Dhar Mann's company had 200 staffers as of July.

Major talent agencies including WME, CAA, and UTA now have dedicated divisions for digital creators. This professionalism has attracted significant investment, with Dude Perfect raising $100 million in 2024.

Netflix's focus on creators aligns with its new emphasis on engagement - measuring how much time users spend watching and interacting with the platform. With subscriber growth slowing, Netflix aims to increase viewing time to reduce cancellations and boost its advertising business.

Industry insiders predict new content formats will emerge. Ideas circulating include interactive shows that let viewers build relationships with favorite creators. Additionally, mini dramas - vertical video soap operas designed for mobile consumption - are gaining popularity through apps with roots in China.

Netflix recently updated its app with vertical video previews, potentially signaling future mobile-focused formats. Despite these gains, traditional blockbusters and prestige TV remain important. At Tubi, creator content represents less than 2% of episodes in the library.

Some creator-led shows have struggled. Netflix received lukewarm reviews for its adaptation of the YouTube live dating show "Pop the Balloon." Industry experts note that the sheer number of independent creators makes it difficult to identify who will succeed on larger platforms.

However, many believe the distinction between creators and traditional talent will eventually disappear. As one executive stated, a watershed moment will occur when the industry stops differentiating between traditional and creator content, focusing instead on what is popular on television.